oem value chain management
DESCRIPTION
A look at the value chain in the coatings industryTRANSCRIPT
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Value Chain in OEM Coatings
Dr. Karl-Friedrich Doessel
November 2013
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Agenda
OEM Coatings as part of total Car Manufacturing Cost Participants in OEM Coatings Value Chain Roles and Expectations of
Consumer OEM Paint Company Application Equipment Manufacturer Supplier of Raw Materials
Globalisation Regulatory Framework Differences in Time to Market along the Value Chain Summary
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OEM Coatings as Part of total Cost
Source: McKinsey PTW-HAWK-Survey
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Value Chain in Car Production
Total Process Cost Paint Shop Cost
(incl. CED)
Distribution
Manufacturing
Process
Material
R & D
25%
15%
55%
5%
70%
30%
Coating
Process
Material
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OEM Coatings Value Chain
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
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OEM Coatings Value Chain
Roles and Expectations
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
Consumer Role
Purchasing decision to buy new car
Expectations
Color, choice of color / differention Appearance Durability Cost Environmental compliance in car use and manufacturing
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Consumer as a Customer
Lower Cost of car and color options
Higher Quality
Appearance, Durability, Color
Scratch resistance
easy to clean
matt surface
corrosion protection
multi color car
high chroma colors
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Paint Quality: Areas of Focus
Source: GM, SurCar 2013
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PQ: Exterior Appearance Contribution
Source: GM, SurCar 2013
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Source: GM, SurCar 2013
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Source: GM, SurCar 2013
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OEMs Surcharge Policy on Colors (in Germany, based on online configuration options)
VW Golf VW Passat GM Astra Ford Focus Toyota Auris
# colors 36 12 11 8 9
no surcharge 1 2 2 2 1
avg. cost/ 1455 637 452 387 467
max cost/ 2140 1720 680 555 525
VW Phaeton Audi A6 BMW 520i BMW 740i Benz E200 Benz S
# colors 16 14 (+) 13 (+6) 13 (+4) 12 10
no surcharge 2 2 2 2 2 1
avg. cost/ 1642 943 829 (2517) 914 (2350) 976 1151
max cost/ 3900 2750 3600 2350 1963 2059
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Color Economics
Today over 85% of car buyers select surcharge color
Customizing / differentiating a mass produced car
Based on 1 mio cars sold per OEM
added margin/profit for OEM color is
340 mio (Ford, GM)
up to > 1,000 mio (other OEMs)
added revenue for PaintCo is ca. 80 mio
Putting color on the car is a major part of value creation for the OEM
Outsourcing this process is hardly considered by the OEM
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86 88 90
67 64 53
66 5956
5348
40
10
9
8
0
50
100
150
200
250
300
Standard 3 wet primerless
Total Cost of Paintshop / car
Indirect Matls
Energy
Labor
Capital
Paint
282
247 (- 35) 268 (- 14)
Paint Material Cost is 1/3 of total Cost Process Cost is 2/3
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OEM Coatings Cost Structure
Cost/Car
Cost of Paint 90
Cost of Paintshop Operation 150 - 400
range defined by age/design of paintshop
Cost increment for effect colors versus solid colors
cost of Paint 20 cost of Manufacturing 20
Cost increment for effect color is < 10% of added revenue Color is a real money maker for the OEM
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OEM Coatings Value Chain
Roles and Expectations
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
OEM Role
Low cost manufacturing of durable, good looking cars
Expectations
Low cost, reliable, global supply of paint and equipment Attractive color design proposals from raw material - and
paint suppliers
Wide operating window from material and process high FROK Environmental compliance, reduced energy demand
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CAGR of global Car Production
2013 - 2017
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Regional Shift Follow your Customers
China is the biggest market for car production China and South Asia have the highest growth rates Paint production and raw material production have to follow Regulatory compliance becomes increasingly important
China emissions law requires w/b basecoat China GHS, chemical inventories REACh etc. make global sourcing more difficult
Globalisation requires capital, people/Know-how, and TIME !!
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Average Time to Market in Automotive Coatings OEM R & D
Troubleshooting
hours days weeks months 2 years +2 years Project
Management
minor paint adjustments
Product upgrades (some new raw materials)
Strategic R&D, new raw materials, chemistries
Toxicologic testing, registrations required
Application Technology
Raw material Co.s typically work on a different time scale than paint Co.s
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OEM Coatings Value Chain
Roles and Expectations
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
Paint Manufacturer Role
Low cost, reliable, global supply of paint meeting OEM spec.
Create improvements in performance, color, cost
Environmental compliance of paint and safe use
Expectations
Low cost, reliable, global supply of raw materials
Environmental compliance of raw materials
Innovation offered with new raw materials and processes
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Paint Company as a Customer
Lower Cost of raw materials
Consistent Delivery & consistent Quality
global availability (at competitive cost)
pretested raw materials
proven durability in formulations
broad application field covering all OEM specifications
Higher Quality
Appearance, Durability, Color
Environmentally Compliant Products
Differentiation to competitors
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500 800
@ 3000
per color
200 colors,
1000 products
incl.
pairs, triples
for s/b, w/b, 3-wet
low bake,
bell-bell,
bell-spraymate
100
Annual Basecoat Development Task PaintCo Europe
PaintCo Styling OEM selection PaintCo Development new Product
sales
Cost pa: 2 Mio 10 Mio 1 Mio
150 DAS
colors
150
competitor
colors
150 PaintCo
colors
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OEM Color Development
Cost Implications
In OEM component business the OEM (normally) fully pays the upfront development cost and necessary
investments (tooling) while the supplier agrees to a
fixed pricing curve
In OEM coatings the supplier (normally) bears all the development cost
Depending on the product lifetime volume development cost is a major cost contributor
70% of the product developments never go commercial
50% of the commercial products never travel the experience curve (less than 3 batches per year)
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Value Creation - Subtotal
Average consumers pay 1000 to get special color
OEMs have average 90 cost/car for paint and additional cost of 40 to produce special color vehicle
(still average OEM profitability is only 5 10%)
Average OEM paint co. has profitability of 10% with substantial business risk in R&D and capital investment
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OEM Coatings Value Chain
Roles and Expectations
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
Application Equipment Manufacturer Role
Low cost, reliable, global supply of OEM paint shops
Paintshops with safe and compliant operation
Create process improvements for lower cost, higher FROK
Expectations
Paint materials meet new process requirements
Wide operating window from paint materials
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OEM Application Equipment Manufacturer
Business Model different to other participants of value chain
(one time) investment versus variable cost Investment cycle for OEM paint shops: 25 years New business mostly based on
Regional growth / new plants in China Environmental regulations change to waterborne Cost reduction by process changes with payback < 2a
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OEM Application Equipment Manufacturer
Source: Drr SurCar 2013
Reduced
Market Size for
Coatings
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OEM Coatings Value Chain
Roles and Expectations
Supplier of
Raw Materials
Paint
Manufacturer OEM Consumer
Application
Equipment
Supplier of Raw Materials Role
Low cost, reliable, global supply of raw materials
Environmental compliance of raw materials
Innovation offered with new raw materials and processes
Expectations
Receive clear signals and longer term commitment from customers / partners in the value chain
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- Painting / curing equipment
- OEM pilot series
- Investment and SOP
From Chemicals to Painted Car Body
.. 3 years + .
- R&D new monomers
- New resources
- Polymer synthesis / testing
- Industrialization
- Paint formulation / testing
- OEM tests and approval
.. 4 years + .
.. 5 years + .
.. 4 years + .
TSCA
KECI
IECSC .
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OEM Coatings Value Creation Summary
OEM Coatings today offer long durability, attractive appearance and color choices
Average consumers pay 1000 to get special colors
OEMs earn more than 1 bio Euro by color choices
Paint Companies can only capture 5-10% of this
Raw Material suppliers capture 2-5% of the total
Globalisation is a major factor for growth
Regulations have to be observed when going global
Time to Market varies between days and 10 years along the value chain